Perspectives Red Cell hires new chief executive

LONDON - Perspectives Red Cell, the UK direct marketing arm of the WPP network Red Cell, has hired Miles Murphy as its chief executive.

Murphy takes on the day-to-day running of the agency this week from John Williams, who will remain as chairman.

Perspectives, which has clients including American Express, BT and Texaco, turned to Murphy because of his experience in management consulting, client marketing and agencies.

Murphy began his career as a consultant at Coopers &

Lybrand, was the head of marketing at Seeboard and worked as a planning director at Interfocus before moving to Grey Desire as the managing director. For the past two years, he has run his own consultancy working on brand launches for Whitbread and the Really Useful Group.

He said that his main task at Perspectives is to take the agency more upstream and to provide clients with strategic thinking. "There are the old-school dinosaurs who have not adapted to a contemporary, consumer-centric model. Their time is up. Then there are the client-focused agencies that base their ideas on real consumer insight and embrace the full range of routes to consumers to create provocative communications. This is the model of the future."

Murphy reports to Lee Daley, Red Cell's global chief

executive. Daley said: "Miles is a wonderful hire. His background in brand marketing as well as consultancy fits very well with the senior management profile that we are driving across the network."

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